Luminosity Gaming announces partnership with Universal Music

Luminosity Gaming has become the first esports organisation to partner with a record label after announcing a deal with Universal Music’s Canadian division.

Together, the two parties will launch “Gaming Hip Hop”, a playlist of hip hop music crafted especially for video gaming fans. The playlist can be streamed on both Spotify and Apple Music starting today.

The playlist features songs by popular artists such as Drake, Logic, J. Cole and 2 Chainz. The full list can be viewed below, or head over to the Spotify website.

Universal Music were likely convinced to approach Luminosity for their vast social media following, which totals more than 60 million fans across various platforms. Likewise, the popularity of Ninja’s recent stream with hip hop star Drake, which broke Twitch viewing records, probably helped.

More gaming playlists are expected to be released as part of the partnership in the future, while the two parties will collaborate in other ways too.

“We are always looking for new ways to reach music fans and Luminosity Gaming is the answer. Music is an essential part of esports and gaming as the two worlds are very much intertwined.“We’re very proud to forge a local connection with a global reach between two Canadian organizations located in Toronto.”

Luminosity founder Steve Maida said:

“Our pairing is a natural fit and I’m looking forward to seeing how we can further integrate music into gaming. This partnership with Canada’s leading music company is only further proof esports is multi-faceted and has no boundaries.”

Luminosity Gaming is one of the most established esports organisations around. The organisation has teams playing in Fortnite, Counter-Strike, Call of Duty, Smite and Overwatch.